Health and Care company Bupa Australia has today announced that a dual team of AJF Partnership and Mindshare will become its new lead strategic communications partners from 2017.
The team will deliver an integrated approach to brand and retail communications and planning across Bupa’s broad range of health and care services.
Their appointment comes as part of Bupa’s move to better coordinate its communications across its broad portfolio, around a shared strategy.
Bupa’s current lead agencies are OMD (media), Big Red (Health Insurance creative) and Publicis (brand campaigns). Havas has recently been appointed to coordinate activations around Bupa’s ‘families’ platform and will continue in this capacity.
Bupa Australia’s marketing director John Moore said: “A combined media/creative solution is part of our continued focus on demonstrating Bupa’s position as a broad health and care partner for our customers.
“We’ve shifted the way we communicate Bupa from merely a health insurer to a leader in health and care, to reflect the reality of the services we provide. Our relationship with the AJF Partnership and Mindshare team will continue to build on that approach.
“We’d like to thank and make special mention to OMD, Big Red and Publicis. They have been great partners and made huge contributions to the Bupa brand and business and have created a great foundation and legacy for us to build on.”
As announced last week, Moore will take up a newly-created leadership role at Bupa’s corporate headquarters in the UK from early 2017. His new London-based role will aim to accelerate and build Bupa customers’ digital experience, enabling Bupa to become a customer-first and digital leader globally.
A selection process is underway to appoint Moore’s replacement as Bupa’s A&NZ Marketing Director, which will be announced in due course.